The Square Pie brand was acquired in February 2018 by Beat Foods Ltd following Square Pie Limited entering administration due to the failure of its restaurant business. Beat Foods Ltd continue to produce Square Pie branded products for the Wholesale and Grocery Markets.
In 2007, Sainsbury's launched a Square Pie range across 71 of its stores raising to over 500 stores.[4] As with those produced for Square Pies' outlets, the pies in this "Take Me Home and Bake Me" range are handmade, using only natural ingredients,[5] with "clean and simple" packaging designed to reflect Square Pie's image as an "honest British food brand" – Square Pie outlets similarly use brown-board boxes as food containers.[6] Following its successful launch into Sainsburys, Square Pie launched into other retail outlets such as Ocado, Tesco, Coop Food and Waitrose.
Among the over 116 different types of pies the company made between 2001 and 2006,[7] Square Pie has produced tie-ins to sports championships, making a "humble pie" – kangaroo meat, red onion, field mushroom and Merlot – to mark Australia's loss at the 2003 Rugby World Cup,[8] and running a "Pie World Cup" during the 2006 FIFA World Cup[9] (won by the Senegalese Chicken Yasser). It also launched a pie branded with the London 2012 logo in 2004, in support of London's (successful) bid to host the Olympic Games in 2012.[10]
^Altman, Daniel (10 January 2006). "A trendy taste:the new savory pie". International Herald Tribune. The New York Times Company. Retrieved 20 July 2008.
^"East End business' recipe for success". London 2012. The London Organising Committee of the Olympic Games and Paralympic Games. 11 October 2004. Archived from the original on 8 January 2008. Retrieved 20 July 2008.
